Using e-mail invitations and Web banner ads, the company trolls for members and offers them a chance to register to win a free product, like a DVD player.

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With invitations already in the mail, I started scouring cookbooks for recipes.

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Now, instead of receiving thick-carded invitations to runway shows in the mail, guests are invited via email and directed to bring a barcode printout of their seat confirmation to the show in order to be admitted.

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